Hisense Australia has launched the ‘Hisense Hangout’, a custom-built broadcast and content environment developed in partnership with SBS as part of its broadcast sponsorship of the FIFA World Cup 2026.
It will serve as a dedicated destination for football discussion, analysis, entertainment and fan engagement throughout SBS’s coverage of the World Cup.
Created through a collaboration between Hisense, SBS and media agency Ryvalmedia, the activation is a new approach to sponsorship integration. It has moved beyond traditional segment ownership to create a unique branded experience embedded within the tournament coverage itself.
SBS Sport has allocated dedicated editorial time within its opening match coverage to showcase the ‘Hisense Hangout’ during the first game of the tournament.
The inclusion marks a milestone for the partnership and highlights the growing role brands can play in enhancing viewer experiences through content integrations.
“Ryvalmedia played a pivotal role in bringing this activation to life, challenging SBS and Hisense to think beyond a traditional sponsorship and create something truly special for Australian football fans. The result is a bespoke activation that gives audiences unique exclusive access to SBS’s World Cup coverage, bringing them closer to the presenters, production and unforgettable moments that define the tournament, all made possible through Hisense,” said Hisense brank marketing manager Kleanthis Manzouranis.
The activation forms part of a broader partnership with SBS’s exclusive coverage of the World Cup, which spans broadcast, streaming, digital and social platforms.
Ryvalmedia led the strategic planning and commercial negotiations behind the partnership. It worked closely with SBS to identify opportunities that would deliver both audience engagement and long-term brand impact.
“Live sport remains one of the most powerful environments for brands, but the most effective partnerships today go beyond just sponsorship visibility and aim to drive emotive brand sentiment. The team’s collective passion for the sport, combined with a focus on bringing a unique fan perspective to the ideation process, allowed us to identify never-before-seen moments as the key opportunity.
The Hisense Hangout is a world first and a great example of how Premium Sports Partnerships can deliver meaningful brand, broadcaster and audience engagement continuously throughout the 6 weeks of the tournament,” said Ryvalmedia business director Vanessa Williams.
“Football is a truly global sport that brings people together across cultures and languages, making the FIFA World Cup™ one of the most powerful platforms for brands to connect with audiences in 2026.
“Working closely with Hisense and Ryvalmedia, the SBS CulturalConnect team created the Hisense Hangout as a bespoke pillar of our FIFA World Cup 2026™ partnership – an Australian broadcast first and a global first for Hisense.
“Embedded within SBS’s tournament coverage, the Hangout will be a dedicated destination for talent interviews, live crosses and creator-led content throughout the tournament. It demonstrates how strategic collaboration can move beyond traditional sponsorship to create meaningful editorial, audience and commercial value for everyone involved.” said SBS CulturalConnect national manager Kate Young.
The Hisense Hangout will feature across SBS’s tournament coverage from June through July.
